Millennials value healthy and sustainable and are willing to pay more for it than any other generation

Source: Nielsen Global Generational Lifestyles

Anti-alcohol advocates have ramped up their efforts to demonize all levels of alcohol consumption and, over the past decade, have plastered the media with numerous biased studies, many of them incomplete and poorly done.

 

Unbiased examinations of the health effects of moderate consumption still indicate that moderate consumers live longer, healthier lives.

 

If makers of alcoholic beverages continue to allow poor studies of consumption to dominate news reports, they will abandon a prized Millennial product consideration quality. However, the beverage alcohol industry seems asleep at the wheel and incapable of acting.